Sales Manager

Robert Daley

***-*** ****** ***** ********, ON L*K 2W4 905-***-**** *********@*******.***

Qualifications for Senior-Level Sales Management in Consumer Packaged Goods

Profile

Dynamic, results-driven professional with ten years of experience as a national sales manager in Canada and the US. Background includes ten years in direct store door (DSD) sales and all food distribution channels, encompassing food service, drug, mass, C-store, and national grocery accounts, as well as four years in international sales. Leverages strong interpersonal, communication, and presentation skills to initiate and maintain positive business relationships with multinational customers and business partners. Proven track record in orchestrating successful new product launches, including private label. Decisive leader who exhibits outstanding training and motivational skills; adept in building and directing top-performing sales teams. Proficient speaker of French. Expertise spans:

- Strategic/Tactical Planning

- Account Management

- Promotions

- New Market Planning/Forecasting

- Client Relations

- Merchandising

- Contract Negotiation

- Sales/Territory Development

- Hire/Mentoring

Selected Contributions

* Managed and secured #1 Diet/Cleaning brand position for Wellnx Life Sciences.

* Led X-Quizit Fine Foods Ltd. to become the leading DSD bakery/deli for the key grocery trade, producing $5 million in sales in just eight months. Improved the company’s excellent DSD service level at all major food and club accounts.

* Boosted Nestle Canada Inc.’s incremental ice cream sales by 11% over the previous year by improving sales territory coverage, which also served to save $5,000 annually. Managed DSD drivers in Ontario.

* Reestablished Saudia/Movenpick ice cream as the Middle East’s premium sales direct service company, producing $50 million in sales in two years and securing 24% market share. Led the packaged juices and fresh dairy products division to profitability in two years, servicing Food Service and grocery accounts.

* Drove a new national gourmet snack line from $0 at start-up to $3 million in one year for Triple-C Inc./Dare Foods Ltd. Succeeded in reestablishing Dare Foods as a preferred private label/seasonal candy supplier to Loblaws, Wal-Mart and Zellers, resulting in an additional $4 million over 1.5 years.

* Obtained new business with Price Costco, K-mart USA, Wal-Mart Canada, The Loblaws Group of Companies, A&P Canada, and such drug chains as Jean Coutu, Metro, and Pharma Plus, achieving $8 million in sales in the first year of launch for Cadbury Imported Chocolate. Pioneered the use of high-volume promotions, such as truckload units, which generated $800,000 in sales.

Career

Bel Marra Health/Wellnx Life Science/Integrity Health 2007-2014

National Sales- Canada

Export Manager-USA-Mexico

Develop and execute plans by customer to drive sales of the company’s principals through major national accounts. (Food/Mass/Drug/Brokers) Identify and develop new channel opportunities. Built strong relationships at all levels. Negotiate compensation agreements for branded and private label with retailers.

* Manage North America Sales through Wellnx Life Sales team and a USA Broker network.

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* Gained new business with Costco, Walmart Canada, SDM, Rexall, CVS (7,000 drug stores), Public USA,, Target Canada & USA, Safeway Canada, and Loblaws Companies.

* Actively involved in Private Label development for Big Y/CVS/Fred Myer/Stop & Shop/Kroger

* New listings at Publix’s, Stop & Shop, A&P, Winn Dixie, Safeway USA., Loblaws, Shoppers Drug Mart Costco, Target and Walmart Canada. Forced PDQ test at Western Grocers gained Ontario listings at Loblaws.

* SlimQuick sales Canadian Sales for 2011 Doubled over 2010 at Walmart Canada. Off shelve displays at regular price. Dominated listings over competitors at Walmart Canada &Target Canada.

X-Quizit Fine Foods (Business closed Sept 06) Nov/04-Dec.06.

Senior Sales Manager, Key Accounts

Drove efforts to reestablish the company as a major direct store door (DSD) distributor/broker for Ontario and the Maritimes. Prospected for new business and unique supplier products. Coordinated the launch of new food lines into deli, bakery, and grocery departments at all major accounts.

* Regained lost listings at Loblaw Companies Ltd., including eight SKUs of Catherine’s Jellies. Secured new listings at warehouse club stores, including Costco Wholesale and Sam’s Club, as well as A&P. Obtained 40 new food listings with Shopper Drug Mart.

* Introduced a new private label meat pate from the USA to Longo’s Fruit Market; received approval from Loblaw for a 25-store test of the Three Little Pigs’ Meat Pate

Career Track – Continued

Nestle Canada Inc., Ice Cream Division - Aug/99-Oct/04

Sales Manager, Impulse Sales May/03-Oct/04

Provided mass, drug, and C-store markets with expertise regarding new market development, product pricing, positioning, strategic sales, competitive negotiations, and coordination with current DSD distributors. Motivated field sales representatives and provided training on merchandising and presentations. Set daily/monthly sales targets. Educated and worked with DSD distributors to meet monthly goals. Prospected for new business.

* Maintained profitable customers while increasing sales of packaged products by 20%.

* Developed product positioning plans to dramatically grow new business with drug and mass market accounts, expanding scoop business by 16% versus YA

National Sales Manager, Juice and Milk Division April/01-April/03

National Sales Manager, Ice Cream Aug/99-April/01

Managed the Saudia, Movenpick, and Nestle ice cream brands for this $300 million Canadian company with 20+ operating locations in the Middle East. Implemented new sales and marketing programs. Designed and executed sales training initiatives to enhance the ability of the 100-person sales team to promote new products. Collaborated with the production manager to improve product profitability.

* Generated an 8% increase in sales by restructuring the sales force to focus on key accounts.

* Orchestrated the national launch of Movenpick ice cream into boutique retail markets, resulting in 6% sales growth. Launched a new line of fresh dairy products, Probiotic/Omega 3, generating $2.5 million in sales.

Cadbury /Triple-C Inc./Dare Foods Ltd. ( Cadbury purchased Triple-C then sold to Dare Foods)

National Sales Manager, Confectionary/Snack Division Sept/96-July/99

Developed and implemented sales strategies, focusing on private label business. Introduced and promoted new private label candy products to grocery/mass chain accounts. Trained and motivated a network of independent distributors/brokers/sales agents in Canada and the US.

* Secured new contracts with Safeway Canada and expanded the product line, generating $2.8 million in sales. Obtained new bulk business in the US through Ragold and Harmony foods, producing sales of $1.2 million. Signed Loblaws/Sobeys/Core Mark/Overwaites Food Group as new customers.

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Cadbury Chocolate

Sales Manager, Export/Import Sales Sept/95Sept/96

National Sales Manager, Trebor Canada Mar/93-Sept/95

New Development Manager, Export US Nov/89-Mar/93

Devised and managed new sales strategies for direct sales/broker teams to attain new business in the Canadian and US markets. Led efforts to obtain exclusive listings in drug/mass merchandise stores.

* Closed truckload sales of imported products to grocery accounts in eastern Canada.

* Secured private label business with all class of trade, including Wal-Mart Canada.

* Introduced Crispy Crunch and Mr. Big Chocolate bars into the US market and obtained wholesale distribution in Lumsden, Itwal, Loeb, Overwaitea Food Group, and Amway Canada.

Previously employed as a National Accounts Manager and District Sales Manager with General Foods Canada.

Education / Affiliation

Business Administration, Seneca College Marketing Today, McGill University

Member, Canadian Sales Association

REF CODE: 12019 (DAF-C)

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